Understanding Messaging Limits

What Are Messaging Limits?

Messaging limits in the WhatsApp Business Platform define the maximum number of unique customers your business can message in a moving 24-hour period, outside of the customer service window.

In simple terms:

Messaging limits control how many different WhatsApp users you can start template-based conversations with each day.

These limits are set to prevent spam and ensure businesses maintain high-quality communication.

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Messaging Limits Are Shared Across Your Business Portfolio

Meta calculates messaging limits at the business portfolio level.

This means:

• If your business portfolio has multiple WhatsApp API numbers

• All numbers share the same messaging limit

• One number can consume the full portfolio limit

Example:

If your portfolio limit is 10,000 and one phone number sends messages to 10,000 users, other numbers in the portfolio cannot initiate more messages until the limit resets.

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Default Messaging Limit for New Businesses

Newly created business portfolios start with a messaging limit of:

250 unique users per day

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Possible Messaging Limit Levels

Your portfolio can scale from 250 to:

• 2,000

• 10,000

• 100,000

• Unlimited

These upgrades happen through Meta’s scaling system.

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Why Messaging Limits Matter

Messaging limits directly impact:

• How many new customers you can message daily

• Large-scale marketing or sales campaigns

• Business growth through WhatsApp API

If you hit your limit, Meta will temporarily restrict initiating new conversations until the next rolling window.

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Important Update (Effective October 7, 2025)

Earlier, limits were applied per phone number.

Starting October 7, 2025:

Messaging limits are applied at the portfolio level, not per number.

This provides:

• Faster scaling (within 6 hours)

• Shared access to higher limits across all numbers

• Reduced need for extra phone numbers

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Messaging limits are Meta’s way of controlling how many unique users a business can message daily. They are shared across all WhatsApp API numbers under the same portfolio and can increase over time based on quality and usage.